boost digital content and online engagement through social ...business intel creative machine...

Boost digital content and online engagement

through social media ads

Ragan Brand Storytelling James Chong | Sept 19, 2019

Start with your why

“He who has a why can bear almost any how.”

- Friedrich Nietzsche

Source: quoteHD.com

Success requires a laser focus

Establish the one KPI that measures success - for each why

Design your strategy relentlessly around that one KPI

Don’t boil the ocean - focus on the 1 or 2 platforms that drive the biggest impact

Source: Canva.com

TOMS platform budget evolution

2016 2019

Strength in numbers

Data should drive decision making

Real-time reads on strategies to optimize

Clear the fog of subjective speculations and opinions

Source: Canva.com

ABT: Always be testing

Test, learn, and iterate quickly based on results

An always-on testing approach enables advertisers to continually identify efficiencies to scale

Testing new ad units, placements, and other features have first-mover advantages

Source: Facebook Split Tests

Test creative variations

Manual + Automation = Scale

Balance manual planning and automated machine learning to find scale:

Human planning:● The ‘Why’● Business intel● Creative

Machine learning:● Spend pacing● Audience targeting● Testing variations

Source: Techcrunch

Find your people

Go broad for cost efficiency

AND

Go specific for faster results at a higher cost

Source: Facebook Split Tests

Creative is as important as ever

Creative is where advertisers should be spending most of their time

Design specifically for social + mobile (no hand-me-downs) and endlessly iterate on creative to tease out insights

Winning creative elicits a response

Create thumb stopping creative

Branding and core message upfront

Make the product/service the hero - subtlety will be lost

Winning creative elicits a response

Create an emotional connection

Design for sound off

Create for how people consume

Source: Canva.com

Key takeaways

Takeaways:

● Figure out your why and what success looks like

● Test and learn to find the right mix of manual and automation

● Go broad AND narrow with targeting

● Stand out with stellar creative

● Rinse, repeat, and optimize into perpetuity

THANK YOU

Ragan Brand Storytelling James Chong | Sept 19, 2019